This doc will walk you through best practices for using Mutiny across many teams and people at your company

There are so many use cases for Mutiny across teams in your marketing department. Demand generation, CRO, ABM, content, performance marketing, product marketing, and customer marketing teams all use Mutiny to reach their conversion and lead goals. This doc will walk you through best practices for using Mutiny across many teams and people at your company.

Owners

We recommend having one to two owners per team/use case in Mutiny. While you might have several users in the product day to day, the most successful teams have a point person for each use case that can answer questions about prioritization, processes, strategy, etc.

Some teams choose to have both a main owner AND user per use case. This differs based on your team structure and roles/responsibilities. For example, an ABM team may have one owner for the technology/relationship, but many users that each log into Mutiny, build and launch campaigns.

For A/B testing, you might choose to have just one user in Mutiny (or a handful — one for each section of the site, audience type (e.g. verticals, customers, etc.)

Idea generation

Every customer approaches idea generation differently. It’s important to design a system that will enable the team to operate as quickly and efficiently as possible (optimizing for their launch velocity). Some ideas on how to organize and solicit ideas from your team:

• Use a project management software like ClickUp, monday.com, Asana, etc. Have your team submit a form whenever they want to launch a new experience (with fields like Team, Page, Audience, Experience Type, Hypothesis, Goal/Conversion). The experience will automatically be categorized, approved it necessary, and assigned to an owner to build in Mutiny.
• Create a shared Roadmap across teams so everyone has visibility into what’s currently live, in the works, or inactive. This will give the team a cross-functional view of what’s being tested, what’s working, what hasn’t worked, etc.
• Leverage Mutiny in-app playbooks, recommendations, and your Growth Strategist to brainstorm ideas of new experiences to launch to hit your goals.

Launching experiences

Naming conventions

When you have multiple users in Mutiny, it’s important to have clear naming conventions so your segments and experiences are easy to find. Here are a few naming conventions that other Mutiny customers have used:

Naming convention examples for Segment Name:

• [Attribute Type]: [Attribute Description]
  • Examples:
    • Industry: Financial Services
    • Company Size: Enterprise
    • Use Case: Data Science
    • Campaign: Data Cloud Search Terms

• [Team] - [Attribute Type] - [Attribute Description]
  • Examples:
    • Demand Generation - Industry - Financial Services
    • Performance Marketing - Campaign - Data Cloud Search Terms
    • Customer Marketing - Use Case - Data Science

Naming convention examples for Experience Name:

• [Program/Team] - [Page] - [Experience Type] - [Change Made]
  • Example:
    • Paid - /lp/business-growth - Page Content - Hero text

• [Audience Type]: [Audience Definition]: [Page]
  • Example:
    • Industry: Financials: Homepage

Using a consistent naming convention will enable your entire team to log into Mutiny and easily use the search function to find what they are looking for. Example: If you include “Team name” in your segments and experiences, you’ll be able to easily search “Demand Gen” and all of your experiences will show up for you.

Prioritizing Experiences

Mutiny allows you to easily prioritize which experience a visitor sees if they qualify for the same experience on the same page across multiple segments. We recommend treating the prioritization of your experiences like a pyramid: the smallest and most niche audiences should generally be prioritized first. As you go down your prioritization list, we recommend prioritizing your segments and experiences something like this:

Of course, there are exceptions when an All traffic experience should be bumped to the top of the pyramid. This usually happens for a short amount of time for really big announcements or events (example: A banner or side pop promoting an event across the site would likely be prioritized as the #1 thing someone, regardless of who they are, should see when they visit the site).

Including the above attributes (plus any others you are regularly going to be using such as Use Case) in your segment naming convention will make it easy for anyone to log into Mutiny, launch an experience, and prioritize the experience based on where it belongs in “the pyramid” that you have defined for the team.

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If you have any questions, we’re here to help! Please feel free to contact us at any time at support@mutinyhq.com